Genius Sports has secured an exclusive, multi-year partnership with the European Leagues Association in a move that significantly deepens its dominance in the global sports data market.
The agreement grants Genius Sports the exclusive rights to capture, process, and distribute official betting data from over 8,000 matches across 46 competitions within 18 member leagues — a sweeping deal that signals a new era of AI-led innovation in European football.
At the heart of the partnership is the rollout of GeniusIQ, the company’s next-generation AI platform already deployed across top-tier leagues such as the Premier League, Belgian Pro League, and Danish Superliga. GeniusIQ will now be implemented across a wide range of European competitions to power real-time player tracking, officiating support, performance analytics, and dynamic fan engagement tools.
Commenting on the occasion, Alberto Colombo, General Secretary of the European Leagues, said, “As part of the continued evolution of the European Leagues, we are proud to have once again supported our members in their future business and commercial development. This landmark deal with Genius Sports reflects both the evolution of the sports data market and the way technology will play an increasingly intertwined role in the way commercial deals come to fruition.”
Steven Burton, Chief Partnerships Officer at Genius Sports, added, “This expanded partnership with the European Leagues significantly enhances the breadth and depth of official, premium data available to our sportsbook partners.
“More importantly, it reflects a fundamental shift in the rights model, where technology investment resets traditional frameworks and creates a longer runway for future sales and revenue opportunities. By delivering the next-generation, AI-powered solutions that leagues want and need, we’re deepening alignment, strengthening our competitive moat, and accelerating the next wave of technological innovation across European football.”
The agreement spans an extensive list of leagues under the European Leagues umbrella, including:
- Belgian Pro League
- Ligová Fotbalová Asociace
- Danish League
- Dutch Eredivisie
- Dutch Keuken Kampioen Divisie
- Finnish Veikkausliiga
- Deutscher Fußball Bund (on behalf of 3. Liga and Google Pixel Frauen-Bundesliga)
- Greek Super League
- Israeli Professional Football League
- Kazakhstan Football League
- Latvian Virslīga
- Norwegian Professional Football League
- Liga Portugal
- Romanian Professional Football League
- Serbian Super Liga
- Slovak Niké Liga
- Föreningen Svensk Elitfotboll
- Swiss Football League
Through this deal, Genius Sports gains exclusive global rights to deliver official betting data to licensed sportsbooks. It will collaborate with each league to deploy GeniusIQ infrastructure at the stadium level, ensuring standardised, high-precision matchday data operations.
This deal is more than just data distribution — it underscores a growing shift toward tech-driven commercialisation in football. With AI and real-time data analytics becoming critical to monetisation, broadcast enhancement, and fan personalisation, leagues are seeking deeper integration with technology providers who can deliver value across the board.
For Genius Sports, the deal cements its status as the undisputed leader in official data rights, building on its existing portfolio that includes the Premier League, Ligue 1, and the Argentine Football Association.
The implementation of GeniusIQ is scheduled to begin ahead of the 2025–26 season, with a phased rollout across participating leagues. As Genius Sports strengthens its offering, sportsbook operators, clubs, and broadcasters alike stand to benefit from a smarter, faster, and more immersive football data ecosystem — one increasingly driven by artificial intelligence and predictive analytics.
